In the last couple of years, few buzzwords have been as popular with pharma companies as CRM. Sometimes considered the panacea for everything from accelerating sales growth rates to maximizing product launches, CRM can't be all things to all people. But, executed with discipline, it can deliver significant results. At its most basic level, CRM shapes customer interactions in such a way that all pharma's customers - physicians, patients, managed care organizations, and hospitals view a company's products and services more favorably. The industry's varied customer base is one reason why CRM means different things at different companies. Some associate CRM exclusively with end users.
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